Step Into Singapore’s Oldest Bar

Bar & Billiard Room was repositioned to find its voice and its crowd. Through a brand strategy exercise, we identified it to be the oldest existing bar in Singapore, having been established in 1896. That distinction shaped the cornerstone of its strategy. The challenge was an interesting one as previously BBR had hosted lunches in the afternoon and is known famously for its Sunday champagne brunch, which stills continues. But for a while, BBR hadn’t been remembered as a place to get a drink; it hadn’t been remembered as a bar. Additionally, we found that the perception of BBR as a bar was far from the reality and its desired positioning. So we set about to correct that perception.